Displacement and reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising information.

Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

James C. Tsao and Stanley D. Sibley University of Wisconsin-Oshkosh

INTRODUCTION

The explosive growth of the internet has offered a revolutionary platform...